Developing An Innovative Marketing Plan For Camel Milk Victoria

Background

Discuss about the Developing Innovative Marketing Plan.

Marketing plan describes a comprehensive blueprint that outlines an organization’s marketing and advertising strategy to sustain its position in the market (Amer, 2015). In this plan, the focus will be on the Camel Milk Victoria that has recently expanded its capacity to a new level. The capacity enhancement has induced organization to implement strategies so that it can able to capture major share of the market. Marketing plan of Camel Milk Victoria will have to be developed in such way so that it can able to provide effective benefits for the organizations. The marketing plan will focus on the assessment of market in order to identify the best possible strategies that Camel Milk Victoria can implement in order to fulfill its marketing objectives. The report will also include internal analysis of the organization in order to gain competitive advantage in the market. For that reason, marketing plan will also focus on the implemented strategies by the competitors of Camel Milk Victoria in order to fulfill the marketing objective of the organization.    

Camel Milk Victoria is Kyabram based organization that focuses on providing superior quality dairy products made from the camel milk. The organization has able to gain popularity in the Australian market with its innovative marketing strategies. Presently, Camel Milk Victoria produces finest camel milk in Australia. It is also the single producer of camel milk in Australian market. The organization highlighted the fact that camel milk contains 40% less lactose and 30% less fat compared to cow milk (“Camel Milk Victoria, Natural Health Camel Milk Australia”, 2016). As a result, it has influenced people to consume camel milk for having good health. In fact, it has been assessed that camel milk is aid to the health issues like food allergies, diabetes, autism, insulin problem, cancer and lactose intolerance. For that reason, the popularity of camel milk is increasing in a constant manner.

The Food and Agricultural Organization (FAO) assessed that the population of camel in the entire world is around 22 million. However, almost 89% of those camels are one-humped dromedary camels and only 11% represents two humped camels (“Food and Agriculture Organization of the United Nations”, 2016). Therefore, it highlighted the fact that the world does not have the capacity to fulfill entire milk requirement with camel milk. On the other hand, the demand for the camel milk is continuously growing in the world market. Camel Milk Victoria has able to utilize this increase in the popularity in the camel milk in an effective manner. Presently, it is among the popular names in the entire Australian market that provides superior quality camel milk. In fact, Camel Milk Victoria is the first licensed organization in the Victoria state that provides camel milk. Due to its immense health benefits, camel milk has able to gain popularity in the entire Australian market. People come from different parts of Australia to purchase products from Camel Milk Australia. The organization sold camel milk for $25/liter in the Australian market, which is comparatively higher to any other milk. For that reason, it has been assessed that high-income group people is more focused in purchasing camel milk (McDonald, 2013). Moreover, the increasing popularity of camel milk in the world market has induced organization to expand its reach in the world market. Camel Milk Victoria sold milk at a rate of $40/liter in the USA market (MANNING, 2010). For that reason, it has able to increase its revenue to a new level effectively.

Australian market Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	USA market
Camel milk recently introduced in the Australian market.	Camel milk is present in USA market far before than Australian market.
Popularity of camel milk is just started to increase in the Australian market	Camel milk is already very popular in USA market.
Camel milk price is relatively low ($25/liter) in the Australian market	Camel milk price is very high ($40/liter) in USA market.
Camel Milk Victoria have invest more on creating awareness regarding the benefits of camel milk in the Australian market	Camel Milk Victoria have to invest less on the promotional activity in USA market

Market demography and demand analysis

Table 1: Comparison between USA and Australian market

(Source:  As created by the author)

People from all across the world are becoming more and more health conscious (Kapferer, 2012). Camel Milk Victoria is presently operating with only 14 camels, which very fewer compared to expected demand in the market. The founder of the Camel Milk Victoria is focusing on the expansion of number of camel to 50 in next few years. Therefore, sudden increase in the production capacity also include huge amount of risk for the organizations. Thus, marketing plan of Camel Milk Victoria will have to include people from different income group so that it can able to fulfill its objectives effectively (King & Chicken, 2015).

One of the major aspects of implementing effective marketing plan is to include proper internal analysis of the organization (Foxall, 2014). The SWOT analysis for Camel Milk Victoria is as follows:

Strengths	Weaknesses
·         Health benefits ·         Less competition	·         Unknown commodity ·         Focusing only on Australian market
Opportunities	Threats
·          Camel milk can be used as an aid ·         Diverse product range	·         Competition from traditional milk producers ·          Less effective supply chain management

Table 1: SWOT analysis

(Source: As created by the author)

Strengths:

• Camel milk is also called as a “white gold” because of the kind of positive impact it can have on customer’s health.
• Camel Milk Victoria does not have to face too much competition, as the product itself is yet to become popular in the Australian market.

Weaknesses:

• Camel is relatively unknown product in the Australian market. Therefore, Camel Milk Victoria will have to face immense difficulties to establish its product strongly in the Australian market.
• Camel Victoria also does not able to increase its reach in all parts of Australia. Therefore, it is becoming difficult for the organization to enhance the sales revenue to a new level.

Opportunities:

• Camel milk is high in iron, vitamin C, calcium and potassium. As a result, it is also used as an aid for several diseases. Thus, it also provides organization the opportunity to sell camel milk from the medicine stores as well.
• Camel Milk Victoria also has diverse its products in the soap segment. Now, soap developed from camel milk ingredients is beneficial for the sensitive skin. Therefore, it has provided the opportunity to capture the soap market as well.

Threats:

• Camel Milk Victoria will have to face immense competition from the traditional milk producers at the time of expanding their reach in the Australian market.
• Camel Milk Victoria does not have an effective supply chain structure. As a result, it has to face challenges in order to utilize the increase in capacity in an effective way.

Organizations have to consider the strategies implemented by the competitors in order to develop effective marketing plan (Gmelin & Seuring, 2014). Now, camel milk is relatively new product in the Australian market. Therefore, it does provide Camel Milk Victoria the advantage that it does not have to face direct competition too much in order to increase the revenue level in the Australian market. However, Camel Milk Victoria does have to face immense competition from the traditional milk producers in order to fulfill its marketing objectives. However, organizations like QCamel Milk Dairy Farm and Bindanoon Camel Milk & Milk Soap has able to gain popularity in the Australian market.

Camel Milk Victoria will have to focus on four key aspects in order to analyze competitor’s strategies effectively (Hollensen, 2015). The components are described as follows:

Knowledge regarding the objectives of the competitors can actually help organization to predict different competitive move (Solomon, 2014). Thus, Camel Milk Victoria will have to assess the objectives of QCamel Milk Dairy Farm and Bindanoon Camel Milk & Milk Soap in an appropriate manner. Furthermore, Camel Milk Victoria also will have to consider the objectives of the traditional milk producers in order to fulfill the objective of marketing plan.

Camel Milk Victoria will have to assume several factors like competitive position, industry trend, past experiences and rule of thumb at the time of developing marketing plan for the organization. However, it is not necessary that all the assumptions of the organizations are accurate (Whalen & Boush, 2014). However, it will still provide an idea to the Camel Milk Victoria about the kind impact that it able to make with the expanded production capacity in the Australian market.

SWOT analysis

Organizations have to utilize different kind of strategies in order to gain competitive advantage in the competitive market (Stevens, Loudon & Nykiel, 2013). In fact, it has become a necessary process for the organization maintains sustainable growth in the market. For instance, effective utilization of supply chain processes and production facilities is among the popular way to gain competitive advantage in the market. For that reason, Camel Milk Victoria will have to analyze strategies implemented by the competitors so that it can able to counter it in an effective manner.

The present competitive nature of the market has induced organizations to deal with both small and large size organizations in order to gain competitive advantage in the market. However, Camel Milk Victoria is arguably the biggest name in Australia that produces that camel milk. Therefore, it has analyze the way its competitors is trying to increase in capacity in order to represent itself as the prime camel milk manufacturer in the Australian market.

Figure 1: Competitor analysis

(Source: As created by the author)

STP analysis describes a marketing process that includes three steps market segmentation, product positioning and targeting (Kotler et al., 2015). The STP analysis for Camel Milk Victoria is described as follows:

Segmentation:

Camel Milk Victoria will have to utilize split the entire market into three segments based on geographic, demographic and psychographic differences. Camel Milk Victoria has able to create popularity in the Victorian market. However, outside of Victoria, Camel Milk Victoria has very little presence. Thus, it will have to focus on the expansion of geographical reach in order to enhance its popularity in the market (Zempual, Jaime & Vargas, 2015). In case of demographic segmentation, Camel Milk Victoria will have to focus on the children and senior people for the community, as it has been identified people within these group consumes majority of the milk. Now, camel milk is relative new product in the Australian market. Therefore, Camel Milk Victoria will have to utilize psychographic segmentation is such a way so that it can able to increase the popularity of the product in the entire Australian market.

Targeting:

After utilization of segmentation technique, Camel Milk Victoria will have to focus on targeting a particular market segment. Now, as mentioned earlier pricing structure of camel milk is relatively high. Therefore, Camel Milk Victoria will have to target high-income group people in order to gain competitive advantage in the market (Chan et al., 2014).

Competitor’s analysis

Positioning:

Camel Milk Victoria will have to focus on the development of unique selling proposition in order to position its product in the Australian market effectively. Furthermore, development of unique selling proposition will help Camel Milk Victoria to draw a positioning map. Positioning strategy of Camel Milk Victoria will have highlighted the benefits of camel milk in order to create a separate space of itself (Westwood, 2013). Furthermore, the organization will have to utilize internet and social media platform to position itself in an appropriate manner.

Figure 2: STP Analysis

(Source: As created by the author)

Figure 3: BCG Matrix

(Source: As created by the author)

BCG matrix has four quadrants that describe present position of a particular product in the market. Stars represent high market share as well as high market growth for the products. Question marks represent low market share but huge opportunity to grow in the market. Dogs represent very low market share as well as very low growth rate. On the other hand, cash cows represents high share of the market but very limited opportunity grow further. Camel milk is relatively new product in the market. Therefore, it has huge opportunity to grow further. In addition, Camel Milk Victoria is among the prime name in providing camel milk in Australia. Therefore, it already has major share of the market. Furthermore, the organization is trying to position itself outside of the Victorian region as well. It will provide huge opportunities for Camel Victoria to increase its market share in an appropriate way. Thus, camel milk represent stars segment of the BCG matrix.

Every product goes through four stages of life in the market. The first phase reflects introduction that describes how organization imposes products effectively in the market. Introduction stage includes product, pricing, distribution and promotion strategy so that it can able to go in the next phase. Secondly, product goes through growth stage where it has able to increase the market share in a rapid rate. In this stage, sales volume increases in continues manner for the products. Third step represents maturity stage of the product where growth in the sales volume diminishes. Final step represents decline market share of the product. It reflects that product will no longer remain competitive in the market. Camel Milk Victoria represents growth phase, as it has recently launched in the Australian market at the same time it has able to capture fare share of the market.

Figure 4: Growth maturity stage of camel milk

(Source: As created by the author)

Camel milk has been launched recently in the Australian market. Therefore, the organization does not have to face huge amount of competition from the market place. It will provide opportunity for the organization to gain major share of the market. Thus, it reflects that camel milk business is expected to grow in future at a rapid rate.

Developing clear objectives is necessary for the effective development of effective marketing strategies (Tomás, 2013). The promotional campaign of Camel Milk Victoria has to focus on three promotional objectives that are described as follows:

Increase demand:

Increase in the production capacity definitely require larger market share for the organization so that it can able to utilize increase its extended capacity effectively. Furthermore, camel milk is relatively new product in the Australian market. Therefore, it is far away from the saturation point. Thus, Camel Milk Victoria will have to initiate aggressive marketing strategy on the electronic and social media platform so that it can able to attract the potential customers effectively. As Camel Milk Victoria focuses on to target children, it will have to utilize colorful and attractive promotional strategy so that children can get influenced in consuming products of the organization (Mohammed-Eldeeb, Fawzy & Saed, 2015).

As mentioned earlier, camel milk can be utilized as an aid for several diseases. In fact, it also helps people to lead healthier life. Therefore, it is very important for Camel Milk Victoria to increase the awareness regarding the benefits of camel milk in order to increase its popularity in the Australian market. For that reason, the organization will have to utilize direct marketing campaign so that people can able increase their knowledge in an effective manner. Camel Milk Victoria also has to conduct different programs for the effective utilization of the knowledge enhancement process.

It is very important for the organizations to differentiate their products from the competitors so that people can able to recognize it easily from the market (Koskinen, 2016). Therefore, Camel Milk Victoria will have to focus on the differentiation process in order to fulfill the promotional objective of the organization. For that reason, Camel Milk Victoria will have to develop utilize special packaging so that it can help people to easily recognize the product from the market. Furthermore, it will also help Camel Milk Victoria to differentiate its products from the traditional milk or cow milk producers as well. Promotional campaign of the organization also has to focus on the effective utilization of the supply chain process.

Many studies have mentioned five different techniques to allocate budget for the promotional campaign (Vargas-Hernández & Jimenez, 2016). However, Camel Milk Victoria promotional campaign will have to focus on the effective utilization of percentage sales method in order to create maximum impact on the Australian market. Camel Milk Victoria will have to focus on the utilization of the allocated budget so that it can able to utilize different platforms in an appropriate manner (Hollensen, 2015). For instance, Camel Milk Victoria will have to utilize larger share of the allocated budget in the utilization of electronic media. However, Camel Milk Victoria also has to spend fare share of the allocated budget in the effective utilization of social media and direct marketing campaign. Furthermore, the organization also has to develop strategies for the effective utilization of the packaging system and logistic operation process so that it can able to increase the satisfaction level of the customers.

Time	Y1	Y2	Y3	Y4	Y5
Objectives	To increase popularity outside of Victoria region	To impose itself in the global market	To improve the promotional activities	To diminish market share of the competitors	To increase sales by up to 75%
Promotional Budget	Television: $5000 Social Media: $1000 Newspaper: $500 Internet: $500 Radio: $500	Television:$3000 Social Media: $700 Newspaper: $600 Internet: $500 Radio: $500	Television: $2000 Social Media: $500 Newspaper: $300 Internet: $300 Radio: $300	Television: $2000 Social Media: $500 Newspaper: $300 Internet: $300 Radio: $300	Television: $2000 Social Media: $500 Newspaper: $300 Internet: $300 Radio: $300
Subtotal	$7500	$5300	$3,400	$3,400	$3,400
Total	$23,000

Table 2: Five-year objective

(Source: As created by author)

Conclusion:

The above analysis highlighted the fact that Camel Milk Victoria will have to focus on several factors in order to develop effective marketing plan for the organization. Camel Milk Victoria will have to assess its internal strengths and weaknesses to identify present position in the market. Furthermore, it will also have to consider the implemented strategies of the competitors so that marketing plan of the organization can able to counter it in an effective way. However, marketing plan of Camel Milk Victoria will have to initiate effective budget so that it can able to implement the marketing plan effectively.

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